Consumer goods firms failing on the mobile web front

The number of companies in the consumer goods sector that have mobile-friendly websites is “worryingly low”, one expert has warned.

Commenting on the Internet Advertising Bureau’s (IAB) latest Mobile FMCG (fast-moving consumer goods) Audit, the group’s director of mobile and operations, Jon Mew, said that companies are wasting their mobile advertising efforts by not investing in their own mobile websites.

After studying some of the FMCG sector’s biggest firms, the IAB found that 46 per cent are yet to optimise their websites for mobile use, while almost a third (30 per cent) have no mobile presence whatsoever, thedrum.com reports.

Of the sector’s 50 biggest ad-spenders, just 22 per cent have responsive websites, with 36 per cent actively investing in mobile SEO.

Mr Mew was quoted by warc.com as saying: “What’s the point in spending eight-figure sums of money in that area if people are not going to get a decent mobile experience on their own site?”

Alex Kozloff, head of mobile at the IAB, added: “The consumer goods sector should be doing a lot more on mobile to ensure the media works for both them and their customers.”

The report was produced in anticipation of the Bureau’s Mobile Engage conference, at which CEO Guy Phillipson revealed more findings which suggest that consumers are now inclined to reach for their smartphones or tablets whenever a quiet moment arises – effectively spelling the end of traditional downtime.